Sustainable by default: how horizontal versus vertical default product options nudge sustainable product choices
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2019-07-11
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en
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Abstract
This research examines the effect of horizontal versus vertical display of products differing in terms of sustainability, as well as which visual display will result in a preference of the sustainable product. The results show that displaying a sustainable product on the left-hand side (versus right) of an unsustainable product, will nudge consumers into making a sustainable product choice. Furthermore, displaying a sustainable product at the top (versus down) of an unsustainable product will result in a sustainable product choice. This current research failed to find evidence for the relationship between processing fluency and sustainable product choices. Due to the growing interest in sustainability and the pressure from society and government to make sustainable choices, it is relevant to investigate how we can put together choice architectures that nudge sustainable choices to influence consumers in making a sustainable product choice. It can be concluded that horizontal and vertical display techniques, like default product settings differing in sustainable and unsustainable options, can be used as nudges to encourage a sustainable choice among consumers.
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Faculteit der Managementwetenschappen